Resume

• 12782477

  Optimal Product Management and Product Marketing

  The 280 Group

  AdWords Certification

  Google Partners

• 2014

  Currently managing buildout of a new design re envisioning the existing architecture developed in 2009 that helped propel Virginia's Wine Industry into international recognition

  and currently drawing the 5th largest producing wine region in the US. The site which currently tops around 500k unique visitors per month

  will be launching a new design aiming to move users faster through the site

  delivering desired content within 3-5 clicks

  and leveraging a mobile first hierarchy.

  Mizell

  J Grant

  Mizell

  Virginia House of Delegates

  69th District

  UpShoot Product + Marketing Consulting

  Gubernatorial Race 2009

  Virginia Commonwealth University

  INM United

  Pulsar Advertising

  Inc.

  The Byrd Theatre Foundation

  Alpine Bank

  PSG

  Partnership for Smarter Growth

  OccasionGenius

  I assisted the Honorable Franklin P. Hall in all of his duties within the Virginia House of Delegates. I corresponded and facilitated meetings with constituents

  helped keep the calendar and assisted in fundraising. In session

  I attended and recorded notes for Committee meetings

  as well as providing research and constituent responses to upcoming Bills.

  Virginia House of Delegates

  69th District

  The Byrd Theatre Foundation

  Richmond

  Virginia Area

  As a Board Member of the Byrd Theatre Foundation

  I support our collective effort to first restore the theatre

  and then preserve its tradition by fulfilling our vision as a non-profit

  community-supported film center

  celebrating the motion picture palace experience of film. Elected Vice President

  in May 2014

  I've taken a vested interest in progressing conversations into actionable goals toward realizing our strategic vision of a Film Center and community institution. \n\nPrevious Chair of Marketing

  efforts overhauling web

  communications

  marketing and outreach reflected +150% increases in awareness

  web traffic

  first-time donors

  email database and social following within 18 months. \n\nShifting attention to Programming in late 2015

  I facilitated the board's 5-year strategy before launching its first execution. Family Classics began in May 2016

  already averaging 250 weekly attendance and breaking even with no external or paid marketing. Fall 2016 will launch two new monthly series

  cultivating two varied audiences with expectations to expand as weekly programs next year. \n\nNew marketing

  combined with expanded programs

  has increased sustainability and curbed projections in year over year declines typical of the movie industry. Additional focus over the next two years will attend to improving experience

  facilities and infrastructure

  as well as membership.

  Vice President

  Board of Directors

  and Chair

  Programming Committee

  With a passion for Urban Planning

  interning with Partnership for Smarter Growth pacified a desire to help educate citizens. Favorite duties and projects included

  \n• Office administration & handling constituent communication\n• Coordinating mailings & scheduling volunteers \n• Creating educational materials & presentations

  PSG

  Partnership for Smarter Growth

  Advertising Adjunct Faculty

  Creating an environment for learning beyond the four walls of a classroom with the help of social and emerging media – teaching the creative advertising process

  entry level design and the Adobe programs that help facilitate the magic making.\n\nUltimately playing roles as:\n• Mentor\n• Project Manager\n• Creative Director\n• Counselor\n• IT Specialist\n• Instructor\n• Guide to Enlightenment\n• Among others

  Virginia Commonwealth University

  Alpine Bank

  Grand Junction

  Colorado

  Product Manager

  Digital Account Opening

  Primary responsibilities included:\n• strategic planning of non-traditional

  digital or emerging media

  and its integration into traditional marketing/PR plans;\n• account lead on three agency clients

  totaling over $1.25m annually;\n• management of all Cost-Per-Click advertising campaigns

  optimized to maximum ROI;\n• structuring social editorial calendars

  averaging greater 30% engagement;\n• client social development instruction;\n• writing social content for client Facebook and Twitter accounts; and\n• manage and moderating social channels\n\nAdditionally

  I often flexed in as needed to assist Senior Account Executives with account management

  New Business proposals

  develop and maintain budgets

  invoice reconciling and billing.\n\nPrior to May 2010

  I played an Assistant Account Executive

  assisting the senior staff with daily management of top clients

  managing New Business proposals

  building branding and social media for a variety of clients

  maintaining project budgets

  as well as help manage the office.

  Digital and Emerging Media Strategist

  Richmond

  Virginia Area

  Pulsar Advertising

  Inc.

  UpShoot is my personal product and marketing consulting brand

  where I combine over 12 years of marketing intuition and digital prowess with a scientific approach to helping identify and create the right conditions for business growth and new product innovation.\n\nLeveraging lean thinking and customer discovery to develop growth strategies for brands

  UpShoot assists on just about any business objective

  but this represents the majority of portfolio projects: \n\n• Business Pitches \n• Brand Strategy\n• Content Development\n• Community Management\n• Customer Discovery\n• Data Analysis\n• Digital Strategy\n• Event Planning\n• Feature Validation\n• Product Market Fit\n• Product Management\n• Social Strategy\n• SEM / Social Advertising\n• Strategic Planning\n• User Experience Design

  Product & Marketing Specialist

  Richmond

  Virginia Area

  UpShoot Product + Marketing Consulting

  As Account Manager

  I have more than doubled average lifetime customer value by building trust and providing strategic insight to the existing client roster

  and secured unprecedented retainer agreements

  creating steadier cash flow. As Product Manager

  I consult with and challenge clients to uncover the right problems before developing any solution

  leveraging lean thinking toward building smaller products faster

  and iterating based on a rapid customer feedback loop. \n\nFrequent duties include:\n• serving as the client's primary consultant and advocate;\n• working to gather facts and insights;\n• leading customer discovery

  developing strategy;\n• drafting proposed solutions;\n• capturing user-stories;\n• managing the product backlog;\n• identifying and resolving conflicts early with team; and\n• facilitating in-house usability studies\n\nProjects range from 1-week Prototype Design & Validation Sprints to $300k Web & Mobile Apps

  leveraging out-of-the box CMS to custom built APIs and ecommerce solutions. We prefer Agile Development Methodology to ensure optimal learning and efficiency for problem solving. We practice modern lean thinking phases of Customer Discovery

  Solution Fit

  Market Fit

  Prototyping

  Development

  and Validation.

  Account & Product Manager

  Richmond

  Virginia Area

  INM United

  Richmond

  Virginia Area

  PartyRVA was a two-sided marketplace prototype

  matching everyday and corporate planners with awesome (and often under-discovered) ideas

  experiences and venues

  creating epic shared experiences. \n\nWith the creation of OccasionGenius

  we're iteratively improving every touchpoint with the brand through Lean principles and plenty of customer feedback and interviews. The web platform and marketplace being a primary focus

  I've led a massive transformation of product

  user acquisition

  sales process

  business model and brand

  relaunched and positioned for scale. Also serving as interim head of marketing

  I lead strategic direction and experimentation

  with specific attention to growth hacking.\n\nWinner of i.e.*

  Start! Peninsula 4.0 and Capital One Labs startup competitions. \nAlum of Lighthouse Labs and DC i-Corps accelerators.

  Head of Product

  OccasionGenius

  Leading up to the Primaries in June

  I assisted the Central Virginia office in a variety of ways

  4-5 days per week. Favorite duties and projects included

  \n• Organizing GOTV Campaign for Ashland\n• Office Administration\n• Coordinating and scheduling volunteer callers \n• Training and briefing volunteers on cold calling talking points \n• Creating promotional art and marketing materials

  Gubernatorial Race 2009

  Best in Show | Cannonball

  Microsite Category: http://www.luckstone.com/xterra-world-tour

  Richmond Ad Show

  Featured App | New & Noteworthy

  Self-help Category: https://itunes.apple.com/us/app/luck-companies-igniter/id602369787

  Apple App Store

  Featured | New and Noteworthy

  Education Category: https://itunes.apple.com/us/app/james-madisons-montpelier/id542495533

  Apple App Store

  Silver | Cannonball

  Mobile App Category: https://itunes.apple.com/us/app/james-madisons-montpelier/id542495533

  Richmond Ad Show

• 2013

  Igniter is a web and iOS application that uses exercises to help a user better understand how to maximize their potential. I managed the client relationship

  led much of the strategy and helped facilitate an agile approach to the development. A successful launch

  with feature in the iTunes App Store as New and Noteworthy

  has helped generate over 13

  000 personality tests completed (first exercise).

• 2011

  Data Analysis

  Startup Development

  Lean Thinking

  Social Networking

  Digital Marketing

  New Business Development

  Copywriting

  Usability Testing

  Web Analytics

  Strategic Planning

  Creative Direction

  Educational Instruction

  Advertising

  Product Innovation

  Project Management

  Marketing Strategy

  Integrated Marketing

  User Experience Design

  Digital Strategy

  Idea Generation

  I managed the $500k budget

  distributed between traditional marketing initiatives

  field workers promoting state incentives and an alternative incentive program. All means worked towards TDM (Transportation Demand Management)

  convincing consumers in the Northern Virginia Capital Beltway to connect with and use ridesharing opportunities versus driving a single occupancy vehicle. \n\nProject highlights include coordinating a two-day photoshoot

  developing materials for the field team

  overseeing a partnership with consumer incentive program NuRide.

• 2010

  The primary consumer campaign for ACCS was the Car Free Diet

  promoting all the alternative transportation options available in Arlington

  VA. I managed social channels

  digital advertising and was instrumental in developing and facilitating innovative social campaigns.

  \"Get Square VA\" Tax Amnesty Program

  An integrated marketing campaign in its truest since. Traditional commercial advertising as well as web video and digital banners

  coupled with social media campaigns brought in $103 million for the state in back taxes. The total collected more than doubled initial projections of $41 million.\n

• 2009

  Amtrak Virginia was a Public-Private Partnership between Amtrak and VA DRPT to add additional service throughout each day. We branded it locally through an integrated marketing campaign including traditional

  digital

  non-traditional and social marketing

  and increased ridership 21% from 2010 to 2011.

• 2001

  Bachelor of Science (BS)

  A BS from the School of Mass Communications means diversity in academics for a well-rounded background. A concentration in Advertising means a top-notch education in concept-development and strategic thinking

  from a top school in the country.

  Advertising

  Virginia Commonwealth University

  Project Management Professional (in progress)

  Training completed 11/15

• PartyRVA : Home

  The Insider's Guide to Planning Unique Parties in Richmond

  VA. Great Deals on Birthday Parties

  Bachelor and Bachelorette

  Corporate Events

  Kids Parties and Prom.

  PartyRVA : Ideas for any occasion

  Group Fun

  Venues

  Spaces

  Team Outings

  Parties in Richmond | OccasionGenius

  OccasionGenius is the premier site for group fun

  venue spaces

  corporate team outings

  kids parties

  dining events

  date nights and bachelor/bachelorette parties. We offer planning tools

  local ideas

  and a comprehensive platform to make it quick and easy to plan group events.

  INM Promo Video

  INM: Problem Seekers

  Home

  UpShoot is my personal product and marketing consulting brand. When the right conditions are met

  plant shoots launch quickly supporting new growth. I combine over 12 years of marketing intuition and digital prowess with a scientific approach to helping identify and create the right conditions for business growth.

  UpShoot: Product + Marketing Consulting

  The Byrd Theatre Foundation

  Vice President

  Marketing Chair & Programming Chair

  The Byrd Theatre Foundation